Concept: Your peace of mind - Lumi

Luminor takes care of what we care about. But that doesn’t mean simply money, cracked screen of the new phone or sudden need to take out more money. These banking services attend to very human needs of Luminor clients that stand behind the practical ones - peace of mind and the ability to act freely.

So in this concept we illustrate these parts of ourselves - “Sirdsmiers” and “Brīvības gars”, turning them into little, animated characters that accompany us in daily life and different situations.

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Characters

Instead of turning Luminor clients into new characters, we introduce symbolic characters that represent what truly matters to them. To emphasize that Luminor is more than just banking, characters aren't a literal piggy bank or financial symbol. Instead they embody “peace of mind” and “the spirit of freedom” - abstract bu trelatable concepts that align with different benefits of Luminor Black.

Multiple characters - little companions of Luminor clients - may exist, but they should share the same visual characteristics to maintain consistency across various stories. It’s important that the difference between human clients and their companions is clearly visible - humans are realistic while the companions have fantastic features (floating, glowing with small dragon wings etc.) Meaning - the visual style is realistic, but the new characters are visibly standing out from the rest of the surroundings.

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Art direction and
character development

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Hero video: Lumi - your peace of mind

Idea: Character introduction video. We showcase the role of Lumi and the relationship between Lumi and the person.

Payoff (PSH graphic):Take your peace of mind with you wherever you go. Luminor Black.

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Story idea →

Content assets

Examples

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Hero video → VOD videos

The introduction (hero) video is intentionally written to be easily cut into shorter scenes, suitable for ~7-second VOD videos. In this case, text graphics would remain visible the entire time.

Our hero video can be divided into 5 separate VOD videos, providing material for rotating 'always-on' digital communication.

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